The 4d1ye
O kutenga nzira kunokonzerwa nezvinhu zvakawanda, zvakadai se chido, chido kana kunyange chokwadi chokuti chipo kune mumwe munhu anodiwa, pakati pezvimwe zvikonzero. Zvisinei, kunyange nechikonzero ichi, chikonzero chimwe chete chinogona kutungamirira kudzima kutenga — chingave chigadzirwa kana sevhisi. Brands inobatanidzwa mune zvinonyadzisa, zvakadai se nyaya dzine mukurumbira dzine chekuita nemhoteredzo, zvinogona kuita kuti vanhu vasiye kutenga kwavo. Chidzidzo pa kukanzurwa kwekutenga, yakagadzirwa na Nexus, yakaunza maonero akajeka panyaya yacho. Itarise! 5u5m3g
Chikonzero uye kuwanda kwemabhureki ekuramba g3i6o
Munguva pfupi yapfuura, pesvedzero yemhando nevatungamiriri vavo haina kumbobvira yanyanya kusimba mukuita kwevatengi. Mumakore maviri apfuura, 47% yevaBrazil vakamira kutenga zvigadzirwa kana masevhisi kubva kumakambani ane chekuita nenyaya dzekusaremekedza kana rusarura, zvakadai serusaruraganda, kuvenga ngochani, rusaruro uye kusabatwa zvakanaka kwevashandi. Huwandu uhu hunokwira kusvika pachikamu che59% apo zvikwambo zvinosanganisa nyaya dze kutevedzera (seti yemaitiro uye maitiro ayo makambani anofanirwa kutevedzera kutevedzera zviri pamutemo mwero, mirau, marongero uye nhungamiro) kana zvinzvimbo zvezvematongerwo enyika zvemakambani.
Iyi data inobva mukutsvagisa Mukurumbira weBrand: Chii Chinotyaira Maitiro eBrazilians, inoitiswa neNexus uye yakaunzwa China ichi (31) pachiitiko cheREPCOM, chakasimudzirwa neFSB Holding, iyo yakakura mukurumbira manejimendi ecosystem muLatin America.
Pakati pezvikonzero zvikuru zvekuramba izvi ndezvi kupomerwa huwori nehutsotsi (42%), kukanganisa kwezvakatipoteredza (32%), vatungamiriri vane zvigaro zvezvematongerwo enyika zvinopesana nevatengi (26%) uye nyika yekunze yekambani (21%).. Ongororo iyi yakabvunza vakapindura nezve zvikonzero gumi zvingangoitika zvekuramba, vachiisa vamwe vavo muzvikamu zvishanu.
Vatengi vane mari inopfuura 10 mihoro mishoma ndivo vane mukana wekuramba, ne 82% vachiti varega kushandisa chigadzirwa kana sevhisi mune imwe yemamiriro ezvinhu akaongororwa. Pakati pekuzvidaidza kuti LGBTQIAPN+ vanhu, hunhu uhu hwakakwirawo, ne71% vatove kuramba mabhureki nekuda kwechimwe chezvikonzero izvi.
Izvi zvinoreva kuti 6 kubva kune gumi vatengi vakatodzorera kumhando, vachirega kushandisa zvigadzirwa kana masevhisi, nekuda kwekukanganisa kwakaitwa nevakuru kana kunyange nemakambani pachavo. Inogona kunge iri chirevo chisingafadzi, chinyorwa chisina kunaka pasocial media. Izvi zvinoratidza kuti mukurumbira wemhando nemakambani anoda kuchengetwa sei zuva rega rega, nekuronga uye kuenderana. Zvikasadaro, kukanganiswa kwemari yesangano kunogona kuve kwakashata.
Marcelo Tokarski, CEO weNexus
Tsvakurudzo ye Nexus Zvinotaridzawo kuti vazhinji vekuBrazil vane zvikonzero zvakasiyana zvekuramwa mabhureki kana makambani. Maererano nedata, 18% vevakabvunzurudzwa vari nguva zhinji boycotters, ndamira kushandisa zvigadzirwa kubva kumhando mumakore maviri apfuura nekuda kwe8 pazvikonzero gumi zvaratidzwa. Vamwe 18% vanoiswa se vakomana vane mwero, sezvavakarega kudya nokuda kwezvikonzero zvina kusvika ku4. Kare 23% zvinotariswa apo neapo boycotters, wanzvenga ma brand nekuda kwe 1 kusvika 3 zvikonzero. Iwe zvasara 41% akadaro kwete kuramwa hapana mhando kana zvigadzirwa panguva ino.
Kuramba mari pakutenga 4tl59
Kumwe kunetseka nezvemhando kwakaratidzwa: pamusoro pevatengi vatanhatu mugumi vakamira kutenga zvigadzirwa nekuda kwenzvimbo yemakambani kana vatungamiriri vavo, kune zvakare vanoenda mberi nekudzidzira. digital kudzima. Zvinoenderana neongororo iyi, 19% yevaBrazil havana kungomira kushandisa zvigadzirwa kana masevhisi, asiwo akataura zvakaipa pamusoro pemhando pasocial network kana mawebhusaiti.
Tokarski inoratidza kuti tsvakiridzo inoratidza a kuwedzera kutsoropodza mutengi uye vakabatikana pasocial network, vachipesvedzera sarudzo dzavo dzekutenga uye mukurumbira wekambani. Izvi zvinosimbisa kukosha kwemukurumbira wakanaka, zvese online uye pasina Indaneti.
Iyo data inoratidza kuti maitiro asiri pamhepo anokanganisa zvakare nharaunda yepamhepo: 40% yevaBrazil akarega kutevera mhando mushure menhau dzisina kunaka, nepo 24% akabatana nedhijitari kudzima. Pakati pezviito, 18% vakanyora ongororo dzisina kunaka, 13% yakagovaniswa zvakakosha zvemukati uye 11% yakatumirwa zvisina kunaka pasocial media yako.
Boka re59% yevaBrazil vakarova mhando yakakamurwa kuita zvikamu zviviri: 19% ndivo vakanzura, sezvavakarega kudya zvigadzirwa uye zvakare vakatsoropodza makambani online; vamwe 40% ichangomira kutenga, pasina kutaura kushoropodza pamanetwork. Uyezve, 6% yevatengi vanga vachivenga pasocial media kana mawebhusaiti, asi pasina kuchinja tsika dzako dzekutenga. Pakupedzisira, the vakasara 36% havana kutora chikamu zveboycotts kana kutsoropodza online.
Kana tichienzanisa maitiro epamhepo nekuramwa kwezvigadzirwa, tinoona kuti 2 mugumi maBrazilians 'akanzura': vakamira kutenga kubva kukambani uye vakaratidza kushoropodza pamhepo, kungave pamasocial network kana mapuratifomu ekuongorora.
Anotsanangura Marcelo Tokarski, CEO weNexus
Pesvedzero yezvakatipoteredza 2f4o1j
Mikana yekuramba brand inowedzera zvakanyanya kana vatengi vasangana nekushoropodzwa nezvazvo pasocial media. Maererano neongororo, 66% yevaBrazil vanoti vakafumurwa nekamwe kakawanda kune zvinotumirwa kana makomendi anokurudzira kuramwa kwezvimwe zvigadzirwa kana masevhisi. Pakati peavo vanoona rudzi urwu rwemukati nepamusoro frequency, 70% vakatomira kutenga chigadzirwa kana sevhisi nekuda kwechimwe chezvikonzero gumi zvakaedzwa neNexus.
Mukusiyana, the boycott percentage inodonha kusvika pa50% pakati peavo vakati havana kuona rudzi urwu rwechinyorwa. Ongororo iyi yakaratidzawo kuti vatengi vadiki, kunyanya kubva chizvarwa Z (vanhu vakazvarwa pakati pa1995 na2010), ndivo vanonyanya kupesvedzerwa nekuratidzira kwevakomana pamanetiweki. Zvinhu zvikuru zvinokurudzira vakomana zvinosanganisira maitiro asina kunaka ebhizinesi, kukanganisa kwezvakatipoteredza, uye kubata kwekambani vashandi vayo.
Iyi data inosimbisa kukosha kwema brand kunyatso tarisisa zvinotaurwa nezvavo munzvimbo dzese. Mukurumbira, shure kwezvose, unotsanangurwa nezvinotaurwa nevanhu pamusoro pako iwe usipo. Kujeka uye hunhu hunokosheswa kupfuura nakare kose, uye mhando dzinofanirwa kuenderana nehunhu hweveruzhinji kana vachida kuchengetedza kuvimbika kwevatengi.
Anoona Marcelo Tokarski, CEO weNexus
Nezve Nexus uye REPCOM 4n513t
O REPCOM chiitiko chikuru chemukurumbira, chakarongwa ne FSB Holding. Kusarudzika kune vashanyi, chiitiko chinoongorora mukurumbira muzvikamu zvayo zvakawanda uye zvakaoma. Pa stage, vatariri, nyanzvi, vanofurira uye vane mukurumbira Kukurukurirana nyanzvi kugovera ruzivo rwavo uye kukurukura matambudziko makuru mukuvaka nekugadzirisa mukurumbira wevanhu, makambani, mapoka nemhando munyika iri kuramba ichioma. Iyo 2024 edition yakaitika muna Gumiguru 31st, pa Grand Hyatt, muSão Paulo.
A Nexus ikambani yedata, inosanganisa tekinoroji yepamusoro uye ziso remunhu kuti riwane ruzivo rwakanyanya rwekuzivikanwa. Nexus yakabuda kubva mumubatanidzwa we Institute for Research in Reputation and Image (IPRI) nenzvimbo ye data intelligence ye FSB Holding, ichigadzira yakakura mukurumbira manejimendi ecosystem muLatin America. Chinangwa cheiyo brand ndechekutsvaga ruzivo runobatsira vatengi kuvaka, kubata uye kuchengetedza mukurumbira wavo.
Uye iwe, wakafungei nezve data? Wakanzwa uchimiririrwawo here? Tiudze mashoko!
Onawo
Ongororo yemavara yakaitwa na: Daniel Coutinho musi wa 31/10/2024
